30 Expert Quotes on Content Strategy for Digital Products

Another issue of Tubik Quotes Collection presenting the set of inspiring and useful tips from experts about content strategy for modern digital products.

by Alina Arhipova

Content is an inseparable part of any digital product. It helps to make websites and applications valuable for users and assists to increase user engagement of the product. However, the content created without certain purpose may seem confusing for users and have a bad influence on the credibility of the product. That’s why there always must be the well-thought strategy standing behind the powerful content. To dive deeper into the peculiarities of content strategy, we decided to refer to the professionals of this field. Today’s Tubik Quotes Collection presents the set of wise thoughts and tips from gurus of the content marketing and strategy including Kristina Halvorson, Lee Odden, and Joe Pulizzi.

“Content isn’t King, it’s the Kingdom.” (Lee Odden)

“A content strategy flips the tables on traditional, linear marketing by defining the process and then securing the right resources for producing a consistent stream of content mapped to buyer needs across all phases of the buying cycle.” (David Beebe)

“In my experience, the content strategist is a rare breed who’s often willing and able to embrace whatever role is necessary to deliver on the promise of useful, usable content.” (Kristina Halvorson)

“Focus on providing better answers for your audience: know that Google wants to have ‘answers’ for its audience, not just a lot of information.” (Cyrus Shepard)

“The key ingredient to better content is separating the single from the stream.” (David Hahn)

“Content that builds trust is human, personal, and relevant. It isn’t greedy, and it doesn’t trick people. If the recipient knew what the sender knows, would she still be happy? If the answer to that question is yes, then it’s likely it’s going to build trust.” (Seth Godin)

“There is no content strategy without measurement strategy. Before embarking on a content initiative, irrespective of medium or platform, it’s important to know what you want to achieve.” (Rebecca Lieb)

“Content is anything that adds value to the reader’s life.” (Avinash Kaushik)

“Curation is a natural and necessary extension of content creation. That is, as great as your content may be, your audience wants to learn from other experts and differing perspectives.” (Pawan Deshpande)

“Content should ask people to do something and reward them for it.” (Lee Odden)

“We need to create a business strategy for our content. That means saying no to many channels and content types, and focus on where we can build an asset, an audience, over time.” (Joe Pulizzi)

“Content precedes design. Design in the absence of content is not design, it’s decoration.” (Jeffrey Zeldman)

“The new era demands a focus on ignition, not just content, on trust, not just traffic, and on the elite people in your audience who are spreading and advocating your content.” (Mark Schaefer)

“Quality, relevant content can’t be spotted by an algorithm. You can’t subscribe to it. You need people – actual human beings – to create or curate it.” (Kristina Halvorson)

“The more content I put out, the more luck I have.” (Gary Vaynerchuk)

“Create content that reaches your audience’s audience.” (Ann Handley)

“Stop thinking about flat websites and get your content out of the domain.” (Robert Simon)

“Just as your content needs to target customers at every step of their journey with you, it also needs to appeal to their rational and emotional sides. Every customer needs to have their interest piqued, engagement provoked and confidence built.” (Mark Wilson)

“In the future I see a democratization of content creation through content relationships with famous influencers (brandividuals) and niche influencers alike. There’s upside to content co-creation for both brands and contributors. The influencers get exposure to the brand community and the brand gets exposure to better quality content shared with an entirely new audience.” (Lee Odden)

“Pushing out content you want to publish is very different to executing a successful content marketing program- one that connects with customers by delivering meaningful experiences that are contextually relevant.” (Ardath Albee)

“People use content to express identity.” (Ze Frank)

“Actually talk to your customers. Use the language that they use. Talk about the things they talk about. Never feed salad to a lion.” (Jay Acunzo)